Last week, a LEAP subscriber told me about a change he made in his business plans.
This gent is a watercolour artist – excuse me: an AMAZING watercolour artist – and like so many artists, he’s trying hard to find buyers – but it’s hard work.
He’s go a nice clean-looking website, a presence on social media, a well-developed email habit – all good.
But then he told me that he’ll no longer offer an optin freebie to new visitors.
Because: “I want people to sign up because they like my work, that’s it”.
And I can see where he’s coming from.
But it’s not a very good approach.
Even if his writing is good – which it is – and his art is truly captivating.
See, if you expect people to sign up to your list simply because they want to, optin rates are going to be extremely low.
Couple of reasons why:
–> 1: Gratitude: If people give you their email address, the least you could do is give them something in return.
Sure your email updates should be valuable in and of themselves, but is that enough?
I say it isn’t. I don’t see any reason why you wouldn’t offer them a free, hi-resolution pdf of one of you paintings, for example.
It’s a simple way to say thank you.
–> 2: The psychology of reciprocity: we’re hardwired to return favours, it’s part of our psychology.
If you say: “I’ll give you abc, for free”, people will be just that more likely to give you something in return.
–> 3: Being more likeable: You know that people need to know you, like you, and trust you if they’re going o buy something from you.
But they also need to know, like and trust you if they’re going to ‘buy into’ your email list.
Saying right up front “here, this is free, for you”, is a great way to trigger a small but significant amount of sympathy for you.
And that really, really helps.
So with those three together (and there are more), you will very probably have higher optin rates than if you just say ‘join my list’.
Not convinced? Easy enough to prove it for yourself, with a split test: send half your traffic at a landing page without an optin incentive, and the other to a page that does have one.
You’ll see soon enough which one works best.
Next, you’ll want to actually send emails to your list.
And, those have to indeed be worth it in order for people to read you.
Just pitching your art all the time is going to get real old, and it’ll cause people to unsubscribe.
Instead, write inspiring, fun, useful emails.
Give people something worth reading, along with pictures of your latest work.
Like my student Leah, for example. She’s a photographer, she’s been through half my mentorship program, and she’s getting real good at emails.
In fact, the other day she sent me on for review, and I told her: “I’m not going to review this one, it’s too good. Send me a new draft”.
I was really pleased, too: the email she submitted was a true snapshot image – just like a photograph.
Almost like I could smell the parsley she wrote about, and I could just see the steam rise up from the pan: it was an email worthy of an email-marketing photographer.
And if you want to write that quality email to your list, you very likely can.
Watch how others do it – those emails that you keep reading, because they’re fun, useful, helpful?
Let yourself be inspired, get to practising, and you too can develop an effective, sales-getting email habit.
And if you want help, and learn from an email marketing specialist how to do it right, you can find out the details here: http://martinstellar.com/starship-mentorprise-writing-coach/